# How to Analyze Split Test Data

### Interpreting Experiment Results

Once a test has reached significance, the real value comes from understanding **why** a variant won and what to do next.

#### 1. Access Your Results

* Open **Dashboard → Split Testing** and click the experiment you’d like to review.

#### 2. Overview Panel

* **Status & Dates** – confirms the experiment life‑cycle.
* **Randomization** – Session‑ vs User‑Level.
* **Primary Goal** – the metric that decides the winner.
* **Lift & Confidence** – headline stats that tell you if the variant outperformed the control and by how much.

#### 3. Insights & Metrics

Humblytics auto‑calculates a core set of engagement and conversion KPIs. Typical metrics include:

* Click‑Through Rate (CTR)
* Form Submission Rate
* Bounce Rate
* Average Session Time
* Scroll Depth

> **Pro‑tip:** Focus first on the metric that maps directly to your business goal, then sanity‑check secondary metrics for unintended trade‑offs.

#### 4. Target Interactions

* The **Top Clicked Elements** table surfaces high‑impact buttons, links, or CTAs.
* Pin critical elements so they remain fixed at the top for faster reviews.

#### 5. Real‑Time Monitoring

* Live charts show performance trajectories as data streams in.
* The *Race to the Best* bar visually indicates when a variant crosses the 95 % confidence threshold.

#### 6. Declaring a Winner

1. Confirm statistical significance (default 95 % confidence).
2. Verify minimum‑sample thresholds are met for each variant.
3. Inspect secondary metrics to ensure there are no adverse effects (e.g., CTR ↑ but Bounce ↑ as well).

#### 7. Rolling Out the Winning Variant

* Deploy the successful design or flow in your CMS, site builder, or custom codebase.
* Optionally keep the experiment running a few extra days to catch any regressions.

#### 8. Iterating Forward

* Log the hypothesis, outcome, and lessons learned in your testing backlog.
* Use insights to craft the next hypothesis—optimization is a continuous loop.

*Happy testing! Measure, learn, and iterate with confidence using Humblytics.*